Pricing strategies for tied digital contents and devices

  • Authors:

  • Aimin Yu;Yong Hu;Ming Fan

  • Affiliations:

  • School of Economics and Management, Tsinghua University, Beijing 100084, China;Institute of Business Intelligence and Knowledge Discovery, Department of E-commerce, Guangdong University of Foreign Studies, Guangzhou, 510006, China;Foster School of Business, University of Washington, Seattle, WA 980195, USA

  • Venue:
  • Decision Support Systems
  • Year:
  • 2011

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Abstract

Media companies are increasingly offering digital content to consumers. Many of these companies are tying digital content with their proprietary digital devices. In this study, we develop a consumer demand model for digital device and digital content based on a constant elasticity demand function. In modeling consumer valuation of the digital device, we take consumer surplus on digital content into account. We further derive equilibrium prices for digital devices based on an oligopoly competition model with horizontal product differentiation. We analyze the equilibrium prices and how prices affect firm profits. We find product differentiation and the level of product substitutability affect prices. We also find that content price plays a significant role in affecting the price of the digital device. Content price can either increase or decrease the tied digital device price depending on the profit margin and demand elasticity of the digital content. We further analyze how content and device prices affect their respective profits and the overall profit of the firm. We extend our model to vertical product differentiation and find vertical product differentiation and the level of product quality affect prices.